Sommerfeldt Authors Essay in JPRR
Assistant professor Erich Sommerfeldt is the author of an article appearing in the most recent issue of the Journal of Public Relations Research. Entitled "Online Power Resource Management: Activist Resource Mobilization, Communication Strategy, and Organizational Structure," Sommerfeldt's essay examines how activist organizations are using their Web sites to marshal the resources necessary to influence the outcome of issues. Activist group Web sites (N = 300) were coded to determine if online resource mobilization features were related to types of activist issues management strategies. Results of multivariate probit regression analyses revealed that particular types of resource mobilization efforts predict certain activist strategies. Sommerfeldt's study offers implications on how resource mobilization is used to enact issues management strategy and on how activist strategies, issue objectives, and organizational structure are interrelated.
Citation: Erich J. Sommerfeldt, "Online Power Resource Management: Activist Resource Mobilization, Communication Strategy, and Organizational Structure," Journal of Public Relations Research 25 (2013): 347-367. doi: 10.1080/1062726X.2013.806871